Brand Matters

My first position out of Art Center College of Design was with Saul Bass in Hollywood. As you may know, Saul was a pioneer in defining corporate identity as a strategic marketing discipline. His firm developed identity programs for major international companies such as AT&T, Exxon, United Airlines, Warner Communications and dozens of others. Saul also […]

There exist innumerable reasons why a company decides to change its corporate identity. Perhaps the identity has become dated and is inconsistent with the company’s strategic marketing objectives. Or management wishes to signal a change in competency or culture. Maybe a new company is created as a result of a merger or acquisition. The reasons […]

Since 1872, Ringling Bros. and Barnum & Bailey’s Circus has leveraged its slogan, “The Greatest Show on Earth” to international renown. But back in the early ‘60s, along came the state of Utah promoting its local ski industry with the slogan, “The Greatest Snow on Earth.” Learning of Utah’s application for a federal (nationwide) […]

Until recently, the name “Berkshire Hathaway” was important and familiar almost exclusively to Wall Street, stakeholders and business blogs. But now, a stroll through a suburban neighborhood finds Berkshire Hathaway Home Services “for sale” signs. What had been Prudential Real Estate is now a sibling of Fruit of the Loom, Dairy Queen, MidAmerican Energy and […]

Interesting article in the October 6 New York Times. A business consulting service, How, is suing Chobani, a yogurt manufacturer, for promoting a tagline, “How Matters.” I’m certainly no attorney but I ask, one, can anyone own such a patently generic word as ‘how’ and two, being in different industries where is any cause for confusion among consumers, the […]

An important part of the Hawaiian Airlines’ image revitalization was the replacement of the airline’s aging interisland fleet of DC-9s with the new Boeing–717. Lindon Leader was asked to develop for the airline a new livery that “honors the past, while looking forward” and one that leverages the special qualities that define the State of […]

Earlier this year, Lindon Leader was an honoree at the 5th Annual Tribeca Disruptive Innovation Awards in New York City. The Tribeca Disruptive Innovation Awards, inspired by the Harvard Business School professor Clayton M. Christensen, aim to emphasize applications of and advancements in disruptive innovation theory that have extended beyond the original technology and industrial […]

For over forty years Federal Express has led the industry it pioneered. Over this period, the company has met some serious challenges to its market leadership. This entry will discuss four such challenges occurring between 1992 and 2000, a period of immense change for both the company and its industry.